REKLAMCILIKTA YAPAY ZEKÂ VE YARATICILIĞIN DÖNÜŞÜMÜ: BİR LİTERATÜR İNCELEMESİ

Öz

Yapay zekâ (YZ) teknolojilerinin gelişimi ve reklam süreçlerine entegrasyonu, reklamcılığın temelini oluşturan yaratıcılık kavramını derinden dönüştürmektedir. Bu doğrultuda çalışmanın amacı, reklamcılık alanında yapay zekâ ve yaratıcılık ilişkisini inceleyen bilimsel literatürü betimleyici ve tematik analiz yöntemleriyle değerlendirerek bütüncül bir çerçeve sunmaktır. Araştırma kapsamında Scopus veri tabanından PRISMA yönergelerine göre seçilen 16 makale incelenmiştir. Bulgular, literatürde yaratıcılığın ağırlıklı olarak insan merkezli, hesaplamalı ve hibrit (insan-YZ iş birliği) yaklaşımlar ekseninde tartışıldığını göstermektedir. Çalışmalarda yapay zekânın daha çok süreçleri hızlandıran ve optimize eden operasyonel bir araç olarak konumlandırıldığı görülürken, insanın rolünün geleneksel yaratıcı otoriteden ziyade sınırları çizen, denetleyen ve kültürel bağlamı yorumlayan bir küratör veya eşik bekçisi pozisyonuna doğru evrildiği tespit edilmiştir. Bununla birlikte makaleler, yapay zekâ kullanımının içeriklerde standartlaşma, tekinsizlik hissi, telif hakları sorunları ve şeffaflık eksikliği gibi çeşitli etik ve kuramsal gerilimlere yol açtığına dikkat çekmektedir. Sonuç olarak araştırma, yapay zekânın reklam üretim kapasitesini artıran güçlü bir ‘operasyonel ortak’ olsa da başarılı ve etik bir reklam iletişimi için insanın stratejik rehberliğine duyulan ihtiyacın devam ettiğini ortaya koymaktadır.

Anahtar Kelimeler

• Reklamcılık
• Yapay Zekâ
• Yaratıcılık
• Tematik Analiz
• Reklam Literatürü

THE TRANSFORMATION OF ARTIFICIAL INTELLIGENCE AND CREATIVITY IN ADVERTISING: A LITERATURE REVIEW

Öz

The development of artificial intelligence (AI) technologies and their integration into advertising processes are profoundly transforming the concept of creativity, which forms the foundation of advertising. Accordingly, the aim of this study is to provide a holistic framework by evaluating the scientific literature that examines the relationship between AI and creativity in the field of advertising through descriptive and thematic analysis methods. Within the scope of the research, 16 articles selected from the Scopus database according to PRISMA guidelines were analyzed. The findings indicate that creativity in the literature is predominantly discussed around human-centric, computational, and hybrid (human-AI collaboration) approaches. While studies show that AI is mostly positioned as an operational tool that accelerates and optimizes processes, it has been determined that the role of humans has evolved from a traditional creative authority to a curator or gatekeeper position that draws boundaries, supervises, and interprets the cultural context. Furthermore, the articles draw attention to the fact that the use of AI leads to various ethical and theoretical tensions, such as standardization in content, the feeling of uncanniness, copyright issues, and a lack of transparency. Consequently, the research reveals that although AI is a powerful ‘operational partner’ that increases advertising production capacity, the need for human strategic guidance remains essential for successful and ethical advertising communication.

Anahtar Kelimeler

• Advertising
• Artificial Intelligence
• Creativity
• Thematic Analysis
• Advertising Literature

Kaynakça

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